Index_M

M

Marathon (Philips light bulb), 59, 65, 6768, 69, 71

73, 78, 79, 80

marketing plan

characteristics of successful, 26

components of, 68, 913

for Energizer EZ Change hearing aid batteries, 3337

for new products and services, 2

types of, 12

writing, 68

see also marketing plan summary; marketing plan elements; sample marketing plans

marketing plan elements

for alkaline battery manufacturer, 141, 157166

for baby shoe manufacturer, 286, 293297

for central air conditioner company, 265, 278280

for hardware products company, 243, 252258

for housewares product company, 305, 316321

for plastic laminates company, 326, 341343

for table mat and napkin company, 208, 229232

for telephone conferencing device company, 175, 192198

marketing plan summary

for Energizer EZ Change hearing aid batteries, 3337

for Jumbo-Koter by Wooster Brush, 5357

for Leggshosiery, 99102

for Philips long-life lightbulbs, 7780

for Treo device, 131134

for Zicam cold remedy nasal gel, 115118

Market Research Association Blue Book , 238

market reviews, 10

for alkaline battery manufacturer, 140, 143147

for baby shoe manufacturer, 285, 287289

for central air conditioner company, 264, 266269

for Energizer EZ Change hearing aid batteries, 1821, 33

for hardware products company, 242, 246247

for housewares product company, 305306

for Jumbo-Koter by Wooster Brush, 4042, 53

for Leggshosiery, 8284, 99

online surveys in, 7, 204206

for Philips long-life lightbulbs, 6165, 77

of plastic laminates company, 325, 328332

purpose of, 137

secondary research in, 67, 137140

for table mat and napkin company, 207, 210212

for telephone conferencing device company, 174, 177184

telephone surveys in, 7, 172173, 175

for Treo device, 120121, 131

Matrixx Initiatives, Inc., 106118

media plan, see advertising media strategy